Iberostar Hotels & Resorts has been a lifetime dedicated to ensure the enjoyment of people’s holidays. With 100 hotels located in the best coastal locations, has started an expansion towards representative urban hotels.
Within its growth plan, we propose to review the essence of the brand as a whole, in order to align it with the current needs of the business and with the expectations of the new consumer.
Branward has carried out a process of redefinition of the positioning of Iberostar, in a work that has carried out an extensive internal and external analysis. Having identified that a Hotel is configured by the sum of facilities plus services and it is difficult for the former to constitute an important differential element, the new proposal is based on promoting a series of intangibles associated with the brand.
The work has included a deep reflection on the segmentation of its hotel offer, analysing the possible scenarios of future for its architecture of brands, finding the most adequate to guarantee the growth of the company and the understanding of the offer, by the clients .